{"id":39029,"date":"2018-02-06T08:45:06","date_gmt":"2018-02-06T13:45:06","guid":{"rendered":"https:\/\/architizer.com\/blog\/?p=39029"},"modified":"2021-06-23T11:36:55","modified_gmt":"2021-06-23T15:36:55","slug":"the-end-of-cold-calling","status":"publish","type":"post","link":"https:\/\/staging.arc.ht\/blog\/for-manufacturers\/the-end-of-cold-calling\/","title":{"rendered":"The End of Cold Calling"},"content":{"rendered":"

Get your brand in front of Architizer’s global community of specifying architects through creative and compelling content marketing: Click here to request a media kit<\/a><\/strong><\/em><\/p>\n

The debate around cold calling has raged for almost as long as the telephone itself has existed. Some will tell you that cold calling only sucks for salespeople that aren\u2019t sufficiently skilled at it. Others will tell you that cold calling is an ineffective strategy no matter what, given what it entails \u2014 interrupting busy people to try to sell something they haven\u2019t asked for, or even expressed an interest in.<\/p>\n

When it comes to the construction industry, the cold calling conundrum is no different. As a brand marketer, you want to reach out to practicing architects \u2014 after all, they are one of the primary decision-makers when it comes to selecting products for their buildings. Cold calling is one of the most direct ways to communicate with these people. The trouble is, it’s also one of the most contentious.<\/p>\n

“It makes me not want to answer the phone.”<\/h2>\n

Architects are notoriously averse to being sold to. A case in point: Michael Riscica, architect and founder of the excellent Young Architect<\/a> website, whose recent Facebook status sums up the overriding sentiment of many architects towards cold calling:<\/p>\n

\"cold<\/p>\n

\u201cI also block anyone on LinkedIn who contacts me with the end goal of selling something,\u201d he added in conversation with Architizer. Riscica is the king of architectural straight talk; his frankness is refreshing for the profession. That said, he is certainly not alone in his feelings when it comes to cold calling.<\/p>\n

Why Architects Hate Cold Calling<\/h2>\n

Why are architects in particular so against this approach? The following three reasons rank highly:<\/p>\n

1. Architects are insanely busy.<\/strong><\/p>\n

You know this already, but it\u2019s worth emphasizing: many architects are ridiculous workaholics. They are passionate about what they do and stretch themselves incredibly thinly to satisfy their clients and their own creative ambitions. When they get into \u201cthe zone\u201d, the last thing they want is an unsolicited call from a manufacturer, or anyone else for that matter. They probably have their headphones on and won\u2019t hear the phone ring in any case.<\/p>\n

2. Architects get a ton of cold calls.<\/strong><\/p>\n

Architects get sold to \u2026 a lot.\u00a0There are hundreds of manufacturers looking to gain a commission for every building component imaginable. While your product may be stellar, they will not want to hear about it having already been interrupted by your three competitors that same week.<\/p>\n

3. Architects only listen when they need you.<\/strong><\/p>\n

As with anything in the construction industry, timing is everything. Architecture projects can last many months and often years, and unless you happen to call just as the specification process is beginning, architects are unlikely to be interested. The workaround for this \u2014 continual follow-up calls over the next few weeks or months \u2014 makes you about as endearing to architects as a grouchy contractor with a bad headache.<\/p>\n

Let the Leads Come to You<\/h2>\n

Here\u2019s where online solutions start to look more sensible than ever. Architizer\u2019s creative partnered content initiatives<\/a> allows brands to build awareness of their products through informative, insightful content that architects actually want<\/em> to read.<\/p>\n

Architects on the platform are constantly researching for solutions to their design challenges, and Architizer Journal<\/a> is an ideal source of information on building products and materials<\/a> that can help them make their vision a reality. While they may balk at unsolicited calls, these architects are<\/em> actively looking for products like yours and have real projects<\/em> to source materials for.<\/p>\n

Allowing the architect to find your products and brand themselves \u2014 and giving them the opportunity to reach out to you<\/em> \u2014 turns the tables on the relationship. Instead of being the pushy salesperson, you are now viewed by the architect as an expert consultant that can offer them a solution, helping them to bring their projects to fruition.<\/p>\n

Work Smart, Not Hard<\/h2>\n

Sure, once the conversation has begun, getting on the line to talk to someone can help brands explain the benefits of their product in more detail than would be possible online. We\u2019re not suggesting you throw your phone away just yet \u2014 we\u2019re simply proposing that its use be reserved for those qualified leads that are infinitely more likely to result in a sale. The time you save by reducing your frequency of cold calls will convert to tangible dollars down the line.<\/p>\n

Ultimately, platforms like Architizer should lead to the near-extinction of cold calls for the profession \u2014 and both architects and manufacturers should rejoice at this prospect.<\/p>\n

Get your products in front of major firms such as AECOM, BIG, HOK and OMA through Architizer: Click here to request a media kit<\/a><\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Architects don’t like it. Now there’s no need to do it at all.<\/p>\n","protected":false},"author":17,"featured_media":39042,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"architizer_featured_type":"insert","architizer_featured_image":"","_uag_custom_page_level_css":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[9381],"tags":[],"architizer_project":[],"architizer_brand":[],"architizer_firm":[],"architizer_product":[],"class_list":["post-39029","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-for-manufacturers"],"acf":[],"yoast_head":"\nThe End of Cold Calling - Architizer Journal<\/title>\n<meta name=\"description\" content=\"Architects hate manufacturers cold calling them. 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